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The requirements of each copywriting project are different from the next.

Many web developers outsource their copy needs to freelance copywriters. Web publishers are looking for original content. Those who are working for their clients are most often looking for someone who has experience in writing well-optimized web sales copy; one who knows how the visitor scan-reads the page, how to catch the visitors interest, how to introduce their clients' websites and explain the benefits of their businesses and most of all how to get results that start with increased ranking in the search engines and end with visitor conversions.

Depending upon the project, you may re-write existing copy, research new topics, or write copy from information provided to you from your client. Your best strategy is to settle all the requirements of a project before you begin work, recognizing and respecting the individuality of each of your clients and their customers and the unique characteristics of their businesses.

Linda Jenkinson"Say what you mean. Mean what you say. But don't say it mean." ~Unknown

A very common experience is that a client writes copy in-house and then outsources it for rewriting - or, if it's a web project, the design company will "persuade" the client that rewriting is a good idea.

It's surprising how many big corporations don't have an in-house copywriting team. Either they outsource everything, or, in a lot of cases, the team responsible for a project is expected to write it. It's the old thinking: it's only writing, we all speak English, therefore it must be easy. A lot of it comes down to not even knowing that copywriters exist.

I find that web designers are increasingly aware of the advantages of well-written copy. The downside of this is that a lot of small design companies are themselves offering copywriting services, again, thinking that it's only writing, we all speak English, therefore it must be easy.

The unlikely heroes are printing firms. I know several printers who can spot a dodgy apostrophe a mile off, and who will phone a client and suggest they get a copywriter to give their collateral or letter a look over before going to press. It's worthwhile getting to know some printers!

The unlikely heroes are printing firms. I know several printers who can spot a dodgy apostrophe a mile off, and who will phone a client and suggest they get a copywriter to give their collateral or letter a look over before going to press. It's worthwhile getting to know some printers!

The problem with print copy is that it is read quite differently than copy written for screen. A good proof reader or editor can easily spot an errant piece of punctuation and if they have experience writing for the web, can also suggest proper formatting or other corrections a piece of copy needs.

Linda Jenkinson"Say what you mean. Mean what you say. But don't say it mean." ~Unknown

It's surprising how many big corporations don't have an in-house copywriting team. Either they outsource everything, or, in a lot of cases, the team responsible for a project is expected to write it. It's the old thinking: it's only writing, we all speak English, therefore it must be easy. A lot of it comes down to not even knowing that copywriters exist.

The next time you run into an attitude like that, toss around a few names like Twain, Clancy and Rand.

Words are ordinary .. well crafted paragraphs can be magic. Just ask Ms. Rowling.